The use of technology in travel planning has really gained momentum in recent years and will remain a key focus of the industry moving into 2025, according to experts.
For example, AI tools, travel apps and automated platforms are everywhere in the industry and are now more advanced than ever.
Not only are they improving customer experience, but these advancements are also having a huge influence on how travel professionals operate themselves.
Katie Robertson, Digital Product and Technology Director at 360 Private Travel said: “At 360 Private Travel, we use tech to empower our travel advisers to spend less time managing administrative tasks and more time on what they do best: connecting with clients, curating bespoke experiences and going the extra mile to ensure every detail is perfect.”
Katie has now shared her predictions of the technology trends she thinks we’ll likely see influencing the travel industry in 2025.
- AI itineraries will continue to boom… but travellers will continue to be disappointed
AI-planned itineraries will continue to boom in 2024, particularly within the ‘DIY travel market’, with data revealing that one in five travellers have used AI for travel planning in the last six months.
However, Katie predicts that travellers will be disappointed by the results.
“I think the AI itinerary bubble will burst at some point though, when enough travellers are disappointed by recommendations that don’t match what they want from their holiday because they’re so generic and, in some cases, incorrect.”
Research shows that 90% of travel itineraries planned by AI have inaccuracies including suggestions of the wrong opening hours, permanently closed attractions, and a lack of logical planning.
“While technology is a powerful tool, it will never replace the human touch. Travel planning isn’t just about logistics – it’s about crafting meaningful experiences, solving unique challenges and anticipating needs before they arise. No algorithm can replicate the emotional intelligence, creativity and contextual understanding needed to plan the ideal holiday for someone.”
Whether it be knowing a newly-opened boutique hotel or securing a last-minute reservation at an exclusive restaurant, travel advisers add a level of personalisation that technology can’t match.
So while AI-planned itineraries might be big in 2024, it appears that it might just be a fleeting trend.
- Bed, breakfast and… biometrics
Several hotels have rolled out biometrics software in recent years, with Marriott introducing facial recognition check-in as early as 2018, but Katie predicts that this will really pick up speed with hotels in 2025 and beyond.
“Technology is going to be really powerful for the luxury travel industry, as it allows less time to be spent on administrative tasks and more time to be focused on elevating guest experience.
“For example, the hotel check-in process is not the most engaging, especially when someone has to spend time inputting your data into a computer system. Automating these processes means that staff can instead focus on engaging with guests and welcoming them to the hotel.”
Katie predicts that Digital IDs will streamline and simplify the check-in process, particularly for luxury travellers seeking efficiency and a seamless experience.
These are secure, electronic versions of personal identification documents and are often tied to biometric data such as facial recognition or fingerprints. Guests will use these to check-in on a hotel’s website or app, meaning they no longer need to present physical documents upon arrival.
“For luxury travellers, they’ll be able to bypass the front desk entirely, using their verified identity to unlock their room door via a mobile key. This enhances privacy and exclusivity, appealing to those guests seeking a hassle-free and low-key arrival in particular.”
Not only will the use of biometrics and facial recognition improve guest experience, but it will also improve efficiency by allowing hospitality businesses to expedite manual processes and alleviate many staffing challenges.
“Technology will, ultimately, free up hospitality professionals to do what they do best.”
- AI to forecast the future rather than evaluate the past
Looking at AI again, Katie predicts that this will mature throughout 2025 and allow forecasting for the travel industry rather than just an evaluation of the past.
“AI will start to be able to give predictions for the future rather than just answering things from the past, so I expect forecasting across the industry to change in line with this. For example, a hotelier will be able to use AI to analyse occupancy rates, guest needs and historical data to predict future staffing requirements.”
AI’s algorithms will allow for dynamic scheduling, ensuring the right number of staff are scheduled for peak and off-peak times, which will reduce overstaffing costs while maintaining service levels during busy periods.
This will be particularly beneficial in today’s landscape, after the tourism industry faced a mass exit of tourism staff post-pandemic, particularly in customer-facing roles.
At present, it is predicted that as many as 11% of tourism jobs in the EU are unfulfilled (this figure is 7% in the US), so efficient staffing will be a huge benefit.
Also, for the luxury travel market in particular, AI can adapt quickly to changing itineraries, such as managing staff for VIP check-ins or last-minute requests.
And what about as we look further than 2025?
“As the travel industry continues to evolve, some may wonder if travel advisers will one day be replaced by AI or fully automated systems, but my response is simple: never. Travel is personal and while technology can support the process, it will never replace the human connection, creativity, and care that travel advisers bring to a journey.
360 Private Travel has created its own bespoke platform called Juno, which streamlines the logistical complexities of planning luxury travel.
It provides travel advisers with instant access to a curated hotel and supplier catalogue, real-time availability, insider updates and exclusive offers from the company’s trusted global network of suppliers.
“We recognised early on that there is no one-size-fits-all and so we decided to take the time to develop our own bespoke technology. We have created a platform that keeps our advisers at the heart of everything as we firmly believe that even the best tech is only as powerful as the people who use it.”
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